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2016 Mobile Engagement Trends

John Walker Vice President, Global Marketing Communications, Syniverse @JohnEWalker

#MEtrends2016

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Today’s Expert Panelists Paul Berney (@paulbmobile) Managing Partner and Co-Founder, mCordis• Served as Chief Marketing Officer and Managing Director of the EMEA branch of the

Mobile Marketing Association (MMA) • In 2012, recognized as the leading speaker on mobile marketing worldwide by C-Squared• Voted one of the Top 50 influencers in mobile marketing by The Drum magazine in 2013,

2014 and 2015

Rob Hammond (@tech2dollars)Senior Director Mobile Engagement, Syniverse• Experienced sales and technology leader • 30-year career with Microsoft, Sprint and more• Media, analyst commentator and contributor

Jessica Lee (@jessicanl)Product Manager Mobile Engagement, Syniverse • Veteran in the mobile marketing space with over a decade of experience • Helped make mobile work for brands including Proctor & Gamble, Walgreens and Humana • Works with the Heartland Mobile Council to develop mobile certification classes and to

facilitate discussions between brands regarding their mobile learnings and strategies

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Four shifts we can see:The customer journey is changing

The point of engagement is changing‘Brand’ is more than just the product

We need a deeper understanding of consumers

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There is no linear‘Path to Purchase

(if there ever was one)

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SOURCE: MCKINSEY

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Mobile is the only ever present channel in the Path to Purchase

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NOW

THEN

Go to supermarket

Decide in aisle(taste/ask for help/POS/read labels,

brand recognition)

Select product

Buy

Define need/problem(Personal/sharing/gift/occasion)

Read reviews &Recommendations online

Select Product

Find supplier

Buy

Define need/problem(Personal/sharing/gift/occasion)

When and where we engage is changing

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THEN

Go to the bank

Bank tells me what is best for

meAcceptproduct

Buy

I need a loan

NOWOnline search

Select Product

Find supplier

Buy

I need a loan

When and where we engage is changing

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In the digital era, a brand is the combination of the product and the physical and digital

experiences that surround it throughout the consumer journey.

Mobile binds them together.

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ConnectFindDiscoverOrganise Be entertainedLearnBuyShare

Mobile presence needs to align to consumer ‘need states’

I want to……

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Basic segmentation is dead.You need a deeper understanding

of your target consumers.

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Marketers will switch to using ‘Personas’.

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Personas Record: DemographicsHistoric DataBuying CycleTriggersReach And InfluenceDigital Behaviours

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Four themes to explore:Consumers require more relevance

They want engaging contentThey want to purchase on their device

They are interested in mobile loyalty schemes

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Which of the Following Trends AreYou Most Focused on for 2016?

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Consumers require more relevance

Consumers engage with engaging

content

Consumers want to purchase on their

devices

Consumers are interested in

mobile loyalty schemes

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1. Consumers Require More Relevance

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Relevance is critical to success in mobile

Consumers will punish irrelevant brand engagement

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Attention is a finite resource

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Ad blocking is a symptomConsumers don’t like being re-

targeted

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“The broader problem is, in many ways, that in some cases digital advertising has not put at the forefront the fundamental truth that the user experience is paramount.

And no advertising that does not respect the user experience, be it in terms of content, in terms of design and creative, or in terms of device functionality is going to work. It’s bad advertising.

Constantine Kamaras, Chairman Of The Board IAB Europe.

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The altered expectations of millennial consumers

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Millennials will give way to ‘Centennials’.

We will shift from ‘mobile preferred’ to ‘mobile only’.

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Mobile consumers expect more

Personalized experiences

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Consumers Require More Relevance

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“From strategies to re-imagine and 'hyper-personalize' the customer

experience to new ways brand can harness mobile and offers linked to

context to improve loyalty programs, the next year will see a flurry of

activity as brands and businesses work to determine the appropriate channels

and approaches that will satisfy people's growing requirement for personalized and relevant brand

communications and engagement.”

Peggy Anne Salz, Chief Analyst,

MobileGroove

“More than just taking the bank to mobile devices, we want to create the ultimate customer experience that combines the best of both

digital and physical life; this means that we should

understand the context of each of our clients, at the

moment and place, and help to make that moment better.” Alejandro Moreno

Gutiérrez, Digital Banking,

BBVA Bancomer

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Source: “Just For You: Use Personalization Technology To Help Associates In The Retail

Store”, Forrester Research, July 2015

Personalization technology is the top investment

priority in the coming year

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2. Consumers Engage With Engaging Content

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Video use is on the riseSmartphone penetration

Data plans

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Consumers want video contentConsider YouTube example

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Brands love story tellingWords and pictures work best

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Mobile marketing is shifting towards video

Facebook, YouTube, Twitter, SnapChat

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Consumers Engage withEngaging Content

“Mobile-only users – or “mobivores” – are one of the fastest growing consumer segments. In order to better

serve these users, and meet expectations for more robust mobile capabilities from all users, Fiserv is

thinking differently about the mobile channel. As we move into 2016 it’s going to be all about the app and

how we can leverage mobile technologies like the smartphone camera, location-based services and push

notifications to add value to mobile banking and provide rich, engaging experiences for our customers.”

“The emphasis in the next one to two years will be on mobile technologies that can energize and activate the buy phase. In particular, multichannel marketers said they were investing in three critical areas: location-based offers, native apps and push notifications.”

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Gartner “Survey Analysis: Mobile Marketing's Growing Role in MCCM”, August 2015

Shirra Frost, Director, Product Marketing, Digital Banking Group, Fiserv

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Source: Zenith Optimedia, Online Video Forecasts 2015

It is predicted that over 50% of time spend watching

online video worldwide will be through mobile in 2016View a video of our

destination of the month!

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3. Consumers Want to Purchase on Their Devices

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The volume & value of mCommerce sales are rising

Consumer confidence, convenience & familiarity.

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“No single competency is enabling us to elevate the Starbucks brand more than our global leadership in mobile, digital, and loyalty.

HOWARD SCHULTZ

15 million users1 million transactions a week20% of revenue

Q3 2015

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Consumers Want toPurchase on Their Devices

In 2016, Forrester forecasts mobile and tablet commerce will represent 38% of

online transactions in the US and 32% in EU-7. And in the US, more than 30% of sales will have a mobile cross-channel

component, meaning consumers will use mobile at some point throughout the

purchase life cycle, from product research to in-store interactions. Indeed,

trust and convenience and logged-in experiences will lead consumers to spend

more via mobile and to start using mobile payments and wallet solutions

like Apple Pay or Android Pay.

“Mobile is the only major channel we expect to grow next year. Time spent with every other major channel—TV, desktop, print,

radio—will decline while mobile time spent will increase by 7.9% in 2016. And while video consumption and social

networking will continue to grow, we will see two newer activities capture smartphone users’ time—mobile messaging

via apps like Facebook Messenger, Snapchat and Kik and proximity mobile payments.”

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Cathy Boyle, Analyst, eMarketer

“Predictions 2016: The Mobile Revolution Accelerates,” Forrester

Research, November 2015

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Source: “US Mobile Phone And Tablet Commerce Forecast, 2015 to 2020,” Forrester,

Research, October 2015

M-commerce sales are forecasted to reach $142 billion in 2016, up from

$115 billion in 2015

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4. Consumers are Interested in Mobile Loyalty Schemes

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Mobile loyalty is coming of age

Apple Passbook Google Wallet

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Convenience

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Replacing paper & plastic

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Dynamic Activation

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Recognition at the start of the journey

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Contextual Relevance

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Recognise the individual, location& time

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Greater Creativity

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At the point of purchase

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Connect, Engage & Influence!

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Throughout the shopping experience

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Consumers are Interested inMobile Loyalty Schemes

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“Mobile is playing a key role in our strategy to present and deliver more value to the customers that engage with our membership programs. With the mobile adoption growing

around the world, members expect us to not only be present in the channel, but also innovate on the way we personalize the

communications (engage), exchange value (reward) and empower them to do more at any given time (self-serve).”

Felipe Echeverri, Director of Product Delivery, Global Loyalty –

GPMO, Western Union

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Your loyalty points have

been updated

Source: Capgemini Consulting, Loyalty Programs for the Digital Age, 2015

Fully engaged customers deliver a 23% premium over the average

customer in share of wallet, profitability and revenue

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Which Do You Think Would Add the Most Value to Your Mobile Engagement Strategy?

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Personalized offers

SMS-embedded links to rich media

content

Mobile commerce transactional

alerts

Mobile Wallet loyalty updates

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Q&A

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2016 Mobile Engagement Trends eBook

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Access our e-book at:www.slideshare.net/Syniverse

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Thank You!

For more information, visit www.syniverse.com or follow us @Mobile4Brands

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